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Toyota Racing: On the Fast Track to Social Victory

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In the garage

Toyota Racing needed to translate the excitement of racing to connect with young, digitally-savvy fans online. Mining the data to understand Toyota Racing’s audience, iCrossing learned they’re a passionate and extremely loyal group looking for a way to connect with their favorite drivers.

Gentlemen, start your smartphones

So what did we do with this information? We built a smart, mobile-to-desktop responsive website with a sleek new look and a steady stream of live racing content. On this platform, we launched the Tweet Race – a first-of-its-kind virtual NASCAR race that allowed fans to tweet their favorite Toyota driver to victory. Happening simultaneously with the live NASCAR races and using the actual lineups in each, fans could get into the action by tweeting #TRTR and moving their favorite Toyota driver along the virtual track. In addition to bragging rights, fans could win weekly prizes with one grand prize winner winning a trip to the 2014 Daytona 500.

Tweeting their way to the finish line

The Tweet Race generated a 60% increase in site traffic and a 212% increase in social media traffic. Even the drivers got involved, tweeting to their followers to rally support. The new site and Tweet Race helped build awareness of Toyota Racing amongst racing fans and prospective owners – and helped the brand take the checkered flag.